Retailers urged to keep up with mobile revolution

Online retailers need to be aware of just how smartphones and tablet devices are changing US consumption habits.

These devices now account for nearly seven per cent of all US digital traffic, according to comScore, with citizens using mobile media to access online content and shop over the internet.

The popularization of smartphones and tablets has permanently changed the consumer landscape, the company suggests, meaning that those retailers that evolve with this cultural shift will be best placed to take advantage of it.

Furthermore, comScore suggests that proliferation of Wi-Fi availability is helping to drive connectivity, with more than a third of all connections from smartphones coming via a Wi-Fi connection.

"In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences," said Mark Donovan, comScore senior vice-resident of mobile.